Success Metrics Analysis

Success Metrics

Due to the campaign objectives to build brand awareness for Crate & Barrel in specific furniture retail and establish CB as a premium but affordable furniture option in minds of consumers.

These would bring the campaign into the top half of the purchase tunnel : Awareness and Consideration. Therefore, the campaign should be measured by engagement with ads, the site after viewing ads and through ad effectiveness studies

General Metrics

-        Impressions

-        Qualitative Study

-        Clicks

-        Actions (post-click pages viewed)

-        Registrations or Sign Ups

-        Leads

-        Sales

Metric for Awareness Level

          : Impressions and Qualitative Study

            Comparing CPM across media site to ensure competitive rate

Metric for Consideration Level

          : Clicks and Post-Click Actions

            Looking for Click Rate and Action Rate

Measuring Success for Display Ads

-        CPM

-        Cost-per-clicks

-        Cost-per-actions

-        Post-click activities (Research or shopping Activity)

Measuring Success for Paid Search

Clicks and Position

-        Total Clicks/ Search engine referrals

Broad match,  Phrase match, Exact match options

-        Costs-per-click and average position, by each keyword

The higher the ranking, the greater the click volume

Conversions

-        Conversions

The following through the site once they visit

-        Cost-per-conversion (Return on investment)

Costs involved in attaining conversions